Everything a designer or teammate needs to represent Lokal Media House correctly. Logos, colors, type, voice, and the files to grab. Use Download package for the kit, or grab the brand guide PDF for a shareable version of these guidelines.
Who LMH is, who we serve, and how we sound. From the LMH Brand Identity guide.
Industry
Digital & traditional marketing agency serving the home services industry exclusively, plumbing, HVAC, roofing, electrical, and more.
Goal
Grow LMH's brand authority as the leader in marketing for the home services industry.
Mission
LMH provides creative services to passionate customers in a determined environment with an influential voice, helping them feel inspired and be valued.
Vision
No matter how large we grow, we stay focused on strong, long-lasting relationships built on a foundation of trust for our employees and clients, so everyone grows together.
Brand Personality
PersonableRelentlessStrategic
Brand Voice
ConfidentAssuringAssertiveFriendly
Target Market
Demographics
Home services businesses, $2M+ revenue ($5M+ for roofing)
Have worked with at least one agency before
Plumbing, HVAC, roofing, electrical, and expanding into other trades
Psychographics
Growth-oriented
Gritty and hardworking
Results-focused and practical
Skeptical, so earn trust with proof
Content Pillars
01
Education
Teach home-services owners about marketing: SEO, the lead funnel, and ads.
02
Client Success
Proof and results: case studies, testimonials, before-and-after wins.
03
Behind the Brand
The people and culture: team, process, day-in-the-life.
04
Thought Leadership
Opinions and industry insight that position LMH as the authority.
From the LMH Brand Identity guide. Confirm wording with the LMH team before external use.
01
Logo
Download logo packThe LMH lockup. Keep clear space and use the version that fits the background.
On dark, whitePrimary, SVG
On light, blackPrimary, SVG
Mono whiteSVG
Mono blackSVG
Wordmark yellowSVG
Wordmark blackSVG
Do
Keep clear space around the mark equal to the height of the M.
Use the white mark on dark, the black mark on light.
Scale proportionally and keep the pill lockup intact.
Place it on a clean, high contrast background.
Don't
Do not stretch, squash, or rotate the logo.
Do not recolor it outside the brand palette.
Do not add shadows, outlines, or effects.
Do not place it on a busy or low contrast background.
Clear space
Keep clear space of at least the yellow pill's height on every side. Nothing, no text, edges, or other logos, enters that zone.
Minimum size
Digital · 140px wide min
Print · 1.25 in min
Below the minimum, use the LMH mark alone so it stays crisp.
Don't
×
Stretch or squash
×
Recolor it
×
Add shadows or effects
×
Rotate or tilt
×
Crowd it
×
Place on a busy background
02
Tagline
"Let's Make Waves" is a brushed lockup. Treat it as art, not a font.
On dark, whitePNG
On light, blackPNG
On dark, yellowPNG, transparent
Stacked badge, yellowPNG
Stacked badge, black on whitePNG
Usage
Use as a supporting mark alongside the LMH logo, not as a replacement for it.
Yellow badge for social avatars and stamps. White or black horizontal for banners.
Give it room to breathe and never re-typeset it in another font.
03
Color
Warm Industrial is the approved LMH color system. A bold, high-contrast palette with energy, warmth, and purpose. No blue: black and gray carry the industrial role. 9 colors, 3 core plus 6 lifestyle.
Core brand colorsUnchanged
Black Core
CMYK0, 0, 0, 93
Primary. Logos, headers, key messaging, and industrial grounding.
White Core
CMYK0, 0, 0, 0
Primary. Light surfaces, negative space, and text on dark.
LMH Yellow Core
CMYK0, 5, 100, 0
Primary accent. Energy, highlights, CTAs, and the pill.
Core Brand
Use these colors anytime LMH is being represented as a company to the outside world. This keeps our brand consistent and recognizable everywhere customers, prospects, and partners see us.
Core Brand colors should be used for
Website
Marketing materials
Event booths
Sales collateral
External presentations
Signage
Digital and traditional advertising
Lifestyle accents6 new colors
Warm Cream Lifestyle
CMYK0, 2, 6, 3
Lifestyle base. Neutral foundation for apparel, print, and backgrounds.
Light Gray Lifestyle
CMYK0, 0, 1, 15
Lifestyle base. Dividers, muted UI, and secondary backgrounds.
Bright Teal Lifestyle
CMYK100, 0, 0, 22
Energy and freshness. Highlights, accents, icons, and standout elements. The only cool accent.
Butter Lifestyle
CMYK0, 6, 33, 4
Warmth and depth. Soft highlights and approachable backgrounds.
Honey Lifestyle
CMYK0, 15, 66, 6
Warmth and depth. Warm mid-tone accent, badges, and fills.
Mustard Lifestyle
CMYK0, 25, 88, 27
Warmth and depth. Deep warm accent that grounds against cream and gray.
Lifestyle Collection
Use Lifestyle Collection colors for LMH merchandise, apparel, gifts, and internal items where we have more room to be creative. These colors can expand beyond our core palette, but the final product should still look and feel like LMH.
Lifestyle Collection colors can be used for
Apparel
Drinkware
Hats
Bags
Notebooks
Office merchandise and decor
Team swag
Recognition items
Client gifts
The goal is to create a premium LMH lifestyle collection that gives us more creative flexibility while remaining unmistakably LMH.
Usage guidelines
Primary Brand
High contrast. Logos, headers, and key messaging.
Lifestyle Base
Neutral foundation for apparel, print, and backgrounds.
Energy and Freshness
Highlights, accents, icons, and standout elements.
Warmth and Depth
Adds warmth, approachability, and balance.
Industrial and Strong
Grounds the brand with strength and a modern edge. Black and gray carry this role. No blue.
Color pairings
Core
AaBlack on yellow✓
AaYellow on black✓
AaWhite on black✓
AaBlack on white✓
AaYellow on white✗
AaWhite on yellow✗
Lifestyle · black is the safe text color on every accent
AaBlack on cream✓
AaBlack on light gray✓
AaBlack on teal✓
AaBlack on butter✓
AaBlack on honey✓
AaBlack on mustard✓
AaWhite on teal✓
AaWhite on mustard (large text only)✓
Gradients stay in-family: black to yellow, or black to gray. Never blend toward orange or red, it muddies into a pink wash.
Print recommendations
Spot color where it matters. LMH Yellow prints truest as Pantone Yellow C spot ink. On full process jobs use the CMYK above, and expect yellow to shift slightly warmer than the spot.
Keep black crisp. Print black as a true spot black (Pantone Black C), not a 4-color build, so type and edges stay sharp.
Leaner is cheaper. This is a tight 9-color system, so most jobs need only 1 to 3 inks. Teal is the only cool ink to manage.
Paper matters. On uncoated stock every color reads softer and darker. Request a coated proof before sign-off on brand-critical work.
Always proof. Confirm color on a physical proof for any large run. CMYK here is converted from HEX and should be checked against a Pantone Color Bridge guide.
Embroidery recommendations
Match to thread, not screen. Convert each Pantone to its closest stitching thread and record the verified Madeira or Isacord number below.
Contrast for legibility. Black thread stitches cleanly on every color in this palette. Reserve white thread for black or very dark garments. Yellow thread needs a dark background to read.
Mind small text. Keep stitched type at least 5mm tall with strokes 1.5mm or thicker. Fine detail and thin outlines fill in on fabric.
Limit thread colors. Digitize with 3 to 5 threads per design to control cost and registration. The core three (black, white, yellow) cover most merch.
Color
Pantone
Verified thread match
Black
Black C
[Insert verified thread match]
White
White
[Insert verified thread match]
LMH Yellow
Yellow C
[Insert verified thread match]
Warm Cream
Warm Gray 1 C
[Insert verified thread match]
Light Gray
Cool Gray 2 C
[Insert verified thread match]
Bright Teal
3252 C
[Insert verified thread match]
Butter
7402 C
[Insert verified thread match]
Honey
1235 C
[Insert verified thread match]
Mustard
7550 C
[Insert verified thread match]
Thread matches must be confirmed against a physical Madeira or Isacord chart before production. Do not approve stitched merch from screen color alone.
Headlines and display in Radikal Black or Bold with tight tracking.
Body and UI in Radikal Regular or Medium.
Fine print and labels in Radikal Light with wider tracking.
Don't
Do not substitute another sans-serif for Radikal.
Do not fake bold. Use the real Black or Bold weights.
Do not set long body copy in UltraThin or Thin.
05
Core Values
We maintain a positive attitude.
We work as a team. Always.
We get the job done to the best of our abilities.
We do the right thing. Every time.
We build others up, never break them down.
We check our ego at the door.
We’re prepared, on time, and on your team.
06
Voice & Messaging
Grab and go copy. Click Copy on any block.
One-liner
Lokal Media House is a home service digital marketing agency that connects local businesses with more customers and boosts revenue.
About LMH (short)
Lokal Media House (LMH) is a home service digital marketing agency. We help plumbers, HVAC, electricians, and other local trades grow with websites, SEO, and paid media built to turn searches into booked jobs. Let's make waves.
Voice & tone
Bold, energetic, and plain-spoken. We talk like operators, not jargon-heavy marketers. Confident and results-first, warm and human, never stuffy. Short punchy lines over long paragraphs. When in doubt, make it sound like something you would actually say to a business owner.
Use real client and team photos whenever they exist. Stock is only a placeholder during a build.
Candid & on-site
Vans, crews, job sites, real people. Down to earth and approachable, never staged or cheesy.
Text stays legible
Dark overlay on hero photos: linear-gradient(rgba(12,12,12,.45), rgba(12,12,12,.9)) keeps headlines readable.
09
Email Signature
Type your name, download, and drop it into your email signature. Only the name changes.
Your name
Add it: Gmail → Settings → See all settings → Signature → paste the image. Apple Mail → Settings → Signatures → drag it in. Outlook → Settings → Compose and reply → Signature. Both formats are transparent with the white block behind your name and tagline, so it stays readable in dark mode.
Transparent background · white block behind name & tagline
10
LinkedIn Graphics
Ready-to-post covers and post templates. Click to download the PNG.
LinkedIn Cover 1PNG
LinkedIn Cover 2PNG
LinkedIn Cover 3PNG
LinkedIn Cover 4PNG
LinkedIn Post 2PNG
LinkedIn Post 3PNG
LinkedIn Post 10PNG
LinkedIn Post 11PNG
LinkedIn Post 12PNG
11
Virtual Backgrounds
Zoom, Meet, and Teams backgrounds at 1920×1080. Click to download the full-size PNG.
Wave pattern, black1920×1080
Wave pattern, white1920×1080
Step & repeat1920×1080
Dallas skyline1920×1080
Office sign1920×1080
Yellow LMH1920×1080
Cosmic vortex1920×1080
Hexagonal mesh1920×1080
Shattered crystal1920×1080
Frame1920×1080
Wave Crest, black1920×1080
Wave Crest, yellow1920×1080
Sonar Rings1920×1080
Sunburst1920×1080
Sun & Surf1920×1080
Golden Hour1920×1080
Deep Water1920×1080
Topo Glow1920×1080
Liquid Gold1920×1080
Wave Topography1920×1080
12
Business Card
Type your details, then export a print-ready PDF. Only name, email, and numbers change.
Print-ready: 3.75 × 2.25 in (3.5 × 2 trim + 0.125" bleed on all sides), front and back, at 600 dpi.
Front
Back
13
Icons
Service, product, and wave icons. Line plus signal yellow. Recolor as needed.
Custom Website DesignSVG
ElectricalSVG
Foundation RepairSVG
Garage DoorSVG
HVACSVG
Local Service AdsSVG
OTT AdvertisingSVG
Paid Ads ManagementSVG
PlumbingSVG
RoofingSVG
Search Engine OptimizationSVG
Text Message MarketingSVG
Traditional AdvertisingSVG
Wave AnalyzerSVG
Wave Icon 1SVG
Wave Icon 2SVG
Yelp AdvertisingSVG
14
Web Elements
Reusable graphic elements and background patterns from the site.
Circle and dotsSVG
5 starsSVG
Wave patternPNG
15
Review Badges
Pick a platform, set the rating and review count, then download. Matches the site trust bar.
Platform
Rating
Reviews
BBB uses a letter grade (type A+ in Rating) and shows five filled stars. For the others, stars fill to match the rating.
Live preview · downloads as SVG or transparent PNG
16
The Wave Report
Lead magnets: the How to Make Waves ebook and the Ultimate Digital Marketing Checklist.
The Wave Report ebookPNG
Ultimate Marketing ChecklistPNG
17
Download
Grab the brand kit
Choose exactly what you need: full-color logos, mono logos, wordmark, Let's Make Waves, color palette, the Radikal family, videos, and partner badges. Everything bundles into one zip.
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